x, 242 pages : 24 cm

Presents case stories of companies that successfully used "buzz marketing" practices to break into ad-saturated markets, identifying six variants of word-of-mouth marketing that can be implemented without large advertising budgets

Includes bibliographical references (pages (229-233) and index

Evading the stampede -- Renaming a town -- The first secret : push the six buttons of buzz -- Miller Lite : a brand before its time -- Starting up from scratch : green for Greenfirld -- American Idol -- The second secret : capture media -- Apple Mac attack : what few knew -- Clearplay : courts, controversy, and clamor -- The third secret : advertise for attention -- Building Britney buzz -- The fourth secret : climb buzz Everest -- war of the colas : a story behind the story -- The fifth secret : discover creativity -- Mustang bang -- The sixth secret : police your product

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